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Bright Spot in 2011 CCTV Audience Ratings

03-16-2012 09:46 BJT

CSM

With several years of development, China’s television ratings market has tent to be mature, the audience viewing regular be stable and, moreover, the penetration rate of DTV increased and the television reception environment of small and medium cities improved, all of which make the average viewing time of audience nationwide grow steadily. In 2011, the average viewing time of audience all over the country was 163 minutes, which is another obvious increase of the ratings since 2009

Figure: Visibly increasing of viewing time (minutes) per capita of 2011

In 2011, CCTV channels kept reforming, and continuously launched new programs, activities and arrangements, promoting the continuous improvement of the ratings and influence. Audience share of the 16 nationwide channels was 31.1%, up 0.8 percentage points compared to that of 2010.

The audience rating of news programs grew visibly

In 2011, CCTV had achieved significant effects through the revision of the news programs and innovation of broadcasting mode. The audience ratings of CCTV-NEWS during each period increased over that of 2010, most of which had a large increase. The annual average audience share of the Channel was 2.19%, up 31% compared to 1.67% of last year.

Figure: Comparison of the trends of CCTV-NEWS whole-day audience ratings in 2010 and 2011

 

Figure: Comparison of the trends of CCTV-NEWS whole-day audience ratings in 2010 and 2011

Variety program innovation achieved significant effects

In 2011, CCTV enhanced the innovation of variety programs, released new programs and arrangements and achieved good effects. The classic program, Chia Tai Variety Show, and new programs such as Dream Chorus etc. combined new program forms with the themes that match the characteristics of the age, which achieved outstanding audience ratings and were attractive to the young audience.


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